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Trashing your marketing collateral


Do you invest a lot of resources in marketing collateral like brochures and fliers? If so, are you doing that strategically or just doing it because you think you should or think it might somehow lead to more business? Do you know how much of your investment ends up in the trash?

Something Mike saw a couple of years ago might make you think a little differently about your marketing collateral.

As Mike was pulling into a gas station, he saw someone dumping a big box in one of the trash cans by the pump.

Thinking that was weird, he pulled into that same pump as the people were pulling out. Most people use those trash cans for discarding coffee cups, fast food trash, or random paper that's accumulated in their car. It's not very often you see someone dumping a box full of stuff into these cans! Mike got out of his truck and peered into the trash can.

That trash can was full of marketing collateral! Mike didn't know if it was a sales rep quitting his job or one who was lying to his boss about handing out all of his materials.

It was just piles and piles of marketing collateral! And it was all the same piece, so it wasn't like someone was cleaning out their office after a trade show. Chances are, the people who spent time developing the copy, designing the collateral, and getting it printed would be pretty upset if they knew their hard work was now in a gas station trash can.

Are you investing tons of time, money, and other resources into creating marketing collateral, only to have someone throw it in the trash?

Sure, some basic marketing collateral is essential. If you don't have a business card that looks professional, you may not have enough marketing material. But most organizations are spending hundreds or thousands of dollars on unnecessary marketing collateral every year, and a lot of it probably ends up in the trash.

Make a list of all the marketing material you buy each year. What on that list is really necessary? Is there room to condense your collateral and save some money on the front end?

There probably is.

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Mike Crandall

Mike Crandall

Sandler Custom Growth Solutions

Mike Crandall is a Speaker, Consultant, Coach and Trainer focused on Sales, Management, and Leadership Development.

He's also the owner of Sandler Custom Growth Solutions, a world leader in innovative sales, management, and leadership training. They offer consulting, coaching, and training for individuals and organizations serious about professional development and growth.

Mike is the author of "Motivational Management The Sandler Way" and has written a sales column for several years.

Tim Priebe

Tim Priebe

T&S Online Marketing

Tim Priebe is a public speaker, author, columnist, and the owner of T&S Online Marketing. He helps businesses that are worried they don’t have the expertise or time required to invest in doing their own digital marketing. He helps them plan where and how much to invest and often helps execute the plan.

Tim’s company helps with websites, social media, blogging, email newsletters, Google rankings, and online video. Tim is the author of several online marketing books, including "102 Tweets," "Blog a Week," and "Online Marketing Mindshift."